The internet and search play leading roles in consumers' research for VoIP services, according to a Yahoo survey, with 67 percent of respondents reporting that keyword searches were a means of research, 49 percent citing visits to the websites of internet providers or phone companies, and 36 percent saying they've learned about VoIP from family and friends. Nearly 80 percent of those who used search for research said it is the best source for obtaining information regarding VoIP services, and 66 percent said they "couldn't make a good decision without it."

The vast majority (70 percent) would again use when they next research VoIP services.

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According to the Yahoo report, an implication of the survey is that marketers should use a multi-channel approach to drive awareness: Respondents cited traditional media (31 percent) and the internet (28 percent) as the primary sources of initial awareness of VoIP technology, products and services. Marketers should therefore ensure that search is a key component in the media mix.

They should also adjust keyword lists to include non-brand and brand terms to ensure maximum reach, according to the report, and they should write search messaging that reflects how customers use search (i.e., as a research and comparison tool).